Tag: creativity
A SPECIAL CHRISTMAS AD BREAK AS PRIMETIME ENTERTAINMENT
23. 2. 2026 Background In the Netherlands, Christmas commercials hold a special place in television culture. Much like the Super Bowl in the United States is known for its spectacular commercials, the Dutch festive season is the moment when brands showcase their most creative, emotional storytelling. Over the years, several Christmas campaigns have achieved iconic status, moving and… Continue reading A SPECIAL CHRISTMAS AD BREAK AS PRIMETIME ENTERTAINMENT
GIVING SUSTAINABLE BUSINESSES THEIR FIRST TV SPOTLIGHT
23. 2. 2026 Background B Corp certification is a globally recognised standard for businesses that meet high levels of social and environmental performance, accountability, and transparency. The certification is awarded by B Lab, a non-profit organisation. In the UK, there are thousands of certified B Corps, many of them small businesses with ambitions to reach mainstream audiences at… Continue reading GIVING SUSTAINABLE BUSINESSES THEIR FIRST TV SPOTLIGHT
ELEVATOR PITCHES MADE REAL: GIVING BLACK ENTREPRENEURS A NATIONAL STAGE
23. 2. 2026 Black-owned businesses in the UK face significant barriers to success. Only 0.24% of venture capital funding reaches Black founders, and one-third of Black entrepreneurs struggle to gain belief in their ventures. Channel 4, in partnership with Lloyds Bank (one of the UK’s largest retail banks), created the Black in Business initiative to address these disparities.… Continue reading ELEVATOR PITCHES MADE REAL: GIVING BLACK ENTREPRENEURS A NATIONAL STAGE
WHEN SILENCE SPEAKS LOUDER
22. 2. 2026 Code of Silence was a landmark drama for British television. The show starred Rose Ayling-Ellis, a deaf actress who became famous after winning Strictly Come Dancing, a popular British celebrity dance competition. In the drama, she plays a deaf woman whose exceptional lip-reading skills make her central to a covert police investigation. The production featured… Continue reading WHEN SILENCE SPEAKS LOUDER
TURNING ONE TRAVEL OFFER INTO TWO TV STORIES FOR TWO TYPES OF FAMILIES
22. 2. 2026 Attraction Tickets sells Florida attraction tickets and theme-park hotel packages to UK customers. It has served more than five million customers since 2002 and offers access to destinations including Walt Disney World Resort, Universal Orlando Resort, SeaWorld and Disneyland Paris. In a competitive travel market, people compare options quickly, and marketing is judged by its… Continue reading TURNING ONE TRAVEL OFFER INTO TWO TV STORIES FOR TWO TYPES OF FAMILIES
BUILDING TRUST FOR PRIVATE HEALTHCARE BY PUTTING DOCTORS FIRST AND USING TV AS A TRUSTED NATIONAL STAGE
20. 2. 2026 Campaign objectives To challenge the belief that only state hospitals deliver life-saving care, AKFA Medline decided to produce a doctor-led manifesto film and placed it on national TV, with IM Service handling broadcast delivery, timing, and exposure for a sensitive message. The campaign brief combined awareness with credibility: increase brand awareness, strengthen trust and loyalty,… Continue reading BUILDING TRUST FOR PRIVATE HEALTHCARE BY PUTTING DOCTORS FIRST AND USING TV AS A TRUSTED NATIONAL STAGE
TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY
20. 2. 2026 Standaard Boekhandel is a Belgian book retailer. It wanted to make reading feel relevant again at a time when many people spend more time with other entertainment. The brand also wanted its bookstores to stay strong places for discovery, where people browse and find new titles, not only pick up a book they already decided… Continue reading TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY
A MARRIAGE PROPOSAL TO BELGIUM’S HOME BREWERS
17. 2. 2026 Belgium is famous for its hundreds of beer varieties, microbreweries, and passionate home brewing community. Grimbergen, a well-respected abbey beer brand owned by Alken Maes Brewery, wanted to shift how consumers perceived them. Rather than being seen as simply a reliable beer choice, the brand wanted to build a deeper emotional connection with consumers. The… Continue reading A MARRIAGE PROPOSAL TO BELGIUM’S HOME BREWERS
ADC CZECH CREATIVE AWARDS ANNOUNCES JURIES
13. 2. 2026 This year’s 33rd edition of the ADC Czech Creative Awards 2026 announces the composition of its juries. The Art Directors Club Czech Republic announces the composition of the juries for the 33rd edition of the ADC Czech Creative Awards 2026. Fifty judges from across Europe will decide on the best creative works of 2025 on… Continue reading ADC CZECH CREATIVE AWARDS ANNOUNCES JURIES
WHAT GIVES A SUPER BOWL AD SHELF LIFE IN 2026
10. 2. 2026 For decades, the price tag to advertise during the Super Bowl has been justified by access to a centralized audience. As attention disperses across platforms and star power extends to creators, marketers are rethinking how Super Bowl investments translate into consumer recall. To reach as wide an audience as possible, brands are now designing Super… Continue reading WHAT GIVES A SUPER BOWL AD SHELF LIFE IN 2026
MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.
4. 2. 2026 Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing. Mark Ritson’s commentary was provided to MediaGuru.cz by the Proficio agency, which accompanied it with a commentary by Jan Kurel. We are publishing both texts. Yes, I know. Christmas is long gone. Weeks have passed since the holidays… Continue reading MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.
STARTUPJOBS TRANSFORMED THE MOVEMENT FORWARD INTO ACTION IN A NEW ADVERTISEMENT
3. 2. 2026 The StartupJobs career portal is launching a campaign created entirely using artificial intelligence. The advertisement visually embodies the platform’s main motto, which is moving forward. The marketing agency Ydeal participated in the creation, combining more than nine AI tools in the production of the spot. The campaign is running on social networks and online. The… Continue reading STARTUPJOBS TRANSFORMED THE MOVEMENT FORWARD INTO ACTION IN A NEW ADVERTISEMENT
WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT
30. 1. 2026 ProSieben and Joyn broke new creative ground with The Masked Singer Germany, transforming traditional product placement into something unprecedented. Seven.One Media worked with Playmobil to create a partnership where the brand did not just sponsor the program or place products within it – instead, the brand became a competing character. The Playmobil Pirate mask sang,… Continue reading WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT
YOUNG LIONS 2026 COMPETITION KICKS OFF, REGISTRATION OPENS
30. 1. 2026 The eighteenth edition of the Young Lions CZ competition for young creators is kicking off. Building on last year’s changes, it aims to serve as a year-round community and development platform again this year. The Young Lions Czechia competition for young creatives and marketers is entering its 18th year. This year, the organisers are building… Continue reading YOUNG LIONS 2026 COMPETITION KICKS OFF, REGISTRATION OPENS
WHEN ENTERTAINMENT BECOMES EDIBLE
30. 1. 2026 General information Country: France Company: CANAL+ BRAND SOLUTIONS Client: McDonald’s Sector: FMCG (Food & Beverage) Media: Linear TV, digital video, social media, in-app activation, in-store Time period: 4 months (September – December 2024) Background Hot Ones is a popular interview show concept in which well-known personalities answer in-depth questions while tasting progressively spicier hot sauces, creating a mix of entertainment, authenticity, and… Continue reading WHEN ENTERTAINMENT BECOMES EDIBLE
CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT
28. 1. 2026 Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching… Continue reading CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT
AI IN ADVERTISING IS NOT THE HOLY GRAIL. IT SAVES TIME, BUT THE QUALITY IS LACKING.
28. 1. 2026 Artificial intelligence is gradually replacing some of the manual work done by advertising creators, but it cannot replace human creativity and thinking, said Jan Suda, assessing the current situation at the Marketing Meeting conference. The possibilities of artificial intelligence in advertising are often overestimated. Jan Suda, Media & Channels Strategist at McCann Prague, said this… Continue reading AI IN ADVERTISING IS NOT THE HOLY GRAIL. IT SAVES TIME, BUT THE QUALITY IS LACKING.
HOW TO EXTEND THE LIFE OF SUPER BOWL ADS
25. 1. 2026 Read about creating messages that resonate with consumers well beyond the Big Game. Super Bowl advertising is a major test of creative effectiveness. It commands extraordinary investment and attention, yet the lessons that matter most aren’t about one night of buzz; they’re about consistent, brand‑building that works both in the moment and afterward for an… Continue reading HOW TO EXTEND THE LIFE OF SUPER BOWL ADS